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UNWTO’s message underlines the need to turn growing tourism figures into benefits for all people and communities UNWTO’s message underlines the need to turn growing tourism figures into benefits for all people and communities

UNWTO Focus on Sustainable Tourism at ITB

ITB Berlin’s opening ceremony, which took place on March 07, featured an array of speeches by influential stakeholders which analysed tourism weaknesses and strengths.

Zurab Pololikashvili, secretary-general, World Tourism Organization (UNWTO), emphasised tourism’s responsibility when contributing to sustainable development on a global scale. Angela Merkel, chancellor, Germany, sector leaders, and tourism ministers from around the world were present as Pololikashvili conveyed how tourism not only needs to consolidate current growth rates, but needs to grow better.

“Tourism’s sustained growth brings immense opportunities for economic welfare and development,” said Pololikashvili, while stressing the recurring challenges. “Adapting to the challenges of safety and security, constant market changes, digitalisation and the limits of our natural resources should be priorities.”

Education, job creation, technology, safety and climate change were also among the main priorities discussed.

“Tourism is an example of the opportunities of globalisation. Tourism brings people closer together and creates the foundation for growth,” added Merkel.